GIS for Marketing - ESRI · to Target Marketing Retail Cross-reference internal customer data to find the most promising geographic areas and new markets. Improve marketing programs

GIS for MarketingWhere Strategy Meets Opportunity

The Geographic Advantage™

The Geographic Approach™

In today’s competitive marketplace, successful brands are listening to and understanding what customers really care

about. Traditional and previously proven forms of marketing are no longer as effective as they once were. This is

where geographic information system (GIS) technology comes in, allowing you to visualize where your customers are

located by analyzing demographic, psychographic, purchasing, and spending characteristics for accurate customer

segmentation and helping you find more like them.

to Target Marketing

RetailCross-reference internal customer data to find the most promising geographic areas and new markets. Improve marketing programs based on neighborhoods and households that match the most profitable customer lifestyles and buying habits.

Financial ServicesMatch your product offerings to the needs of local residents and daytime workers. Gain greater insight into customers’ interactions, financial behavior, and needs for additional products or services through neighborhood studies and territory analysis.

UtilitiesForecast the adoption and “take-up” rates for initiatives down to the street and substation levels. Increase market intelligence while optimizing the use of networks, reducing outages, and improving overall customer service and loyalty.

TelecommunicationsIntegrate network and customer data to analyze competitive activities, customer churn, and general market trends. Develop strategic marketing and network expansion plans based on improved understanding of competition, customers, and market potential.

Learn more. Read case studies, explore options, and connect with an expert: www.esri.com/marketing

Step 2

Profile and Segment

Step 1

See Your Customers

Using geography is helping marketers worldwide see the bigger picture, become more agile, seize new market opportunities, and stay ahead of the competition. Mass mailing to an entire ZIP Code™ that may or may not contain your target audience is no longer necessary. Save time, money, and resources by truly understanding where the largest concentrations of your customers are located, what they are buying, how far they are willing to travel, their lifestyle characteristics, and much more.

Customer databases are inherently geographic. Every transaction contains vital location information that can be used to identify all your customers and their unique buying habits. Recognizing patterns and trends among your customer base helps create a perfect picture of what a “model” customer would look like. This ensures that your marketing messages touch existing and prospective customers both rationally and emotionally.

to Target Marketing

Real EstateUnderstand where and how to market real estate developments, attract buyers and tenants, and improve retention rates. Analyze demographics and market conditions to provide a more accurate picture of a property’s suitability to needs.

Consumer Packaged GoodsTailor products and marketing efforts to the needs of households with the profile of ideal customers and their lifestyles. Automate marketing processes such as customer segmentation, customer data integration, and campaign management.

HealthCentralize patients’ health information and increase market intelligence. Discover new customer needs in local markets, understand health-specific attitudes, and expand the effectiveness of your agency’s response to growing demands and limited budgets.

Learn more. Read case studies, explore options, and connect with an expert: www.esri.com/marketing

Retail Goods and Services ExpendituresPalm Springs

©2009 ESRI On-demand reports and maps from Business Analyst Online. Order at www.esri.com/bao or call 800-292-2224 9/17/2009 Page 1 of 3

Latitude: 33.806309

Palm Springs Longitude: -116.543663Site Type: Drive Time Drive Time: 3 Minutes

Top Tapestry Segments: Demographic Summary 2009 2014 Silver and Gold 41.1% Population 6,466 6,986 Simple Living 23.4% Households 3,472 3,746 Senior Sun Seekers 21.9% Families 1,206 1,275 Social Security Set 12.5% Median Age 56.4 59.0 Retirement Communities 1.0% Median Household Income $39,156 $42,603

Spending AveragePotential Amount

Index Spent TotalApparel and Services 59 $1,477.11 $5,128,522 Men's 56 $270.47 $939,070 Women's 54 $471.86 $1,638,283 Children's 56 $230.74 $801,135 Footwear 41 $177.90 $617,675 Watches & Jewelry 85 $181.95 $631,719 Apparel Products and Services1 142 $144.19 $500,637

Computer Computers and Hardware for Home Use 83 $165.01 $572,928 Software and Accessories for Home Use 84 $23.98 $83,259Entertainment & Recreation 87 $2,814.46 $9,771,792 Fees and Admissions 82 $511.59 $1,776,238 Membership Fees for Clubs2 91 $154.89 $537,786 Fees for Participant Sports, excl. Trips 88 $97.83 $339,657 Admission to Movie/Theatre/Opera/Ballet 81 $122.69 $425,987 Admission to Sporting Events, excl. Trips 83 $48.30 $167,692 Fees for Recreational Lessons 67 $87.33 $303,219 Dating Services 70 $0.55 $1,897 TV/Video/Sound Equipment 88 $1,067.51 $3,706,410 Community Antenna or Cable TV 93 $673.03 $2,336,761 Televisions 85 $137.36 $476,908 VCRs, Video Cameras, and DVD Players 82 $20.68 $71,802 Video Cassettes and DVDs 82 $48.95 $169,953 Video Game Hardware and Software 75 $33.03 $114,663 Satellite Dishes 91 $1.04 $3,625 Rental of Video Cassettes and DVDs 79 $34.55 $119,965 Streaming/Downloaded Video 79 $0.84 $2,926 Sound Equipment3 77 $111.77 $388,065 Rental and Repair of TV/Radio/Sound Equipment 92 $6.26 $21,743 Pets 104 $453.99 $1,576,239 Toys and Games4 80 $104.40 $362,477

Recreational Vehicles and Fees5 89 $314.07 $1,090,453

Sports/Recreation/Exercise Equipment6 60 $119.10 $413,505

Photo Equipment and Supplies7 81 $94.50 $328,097

Reading8 92 $149.30 $518,372

Food 87 $6,876.15 $23,874,002 Food at Home 89 $4,041.26 $14,031,259 Bakery and Cereal Products 89 $541.61 $1,880,459 Meat, Poultry, Fish, and Eggs 88 $946.87 $3,287,538 Dairy Products 88 $451.91 $1,569,034 Fruit and Vegetables 90 $704.81 $2,447,111 Snacks and Other Food at Home9 88 $1,396.06 $4,847,117 Food Away from Home 85 $2,834.89 $9,842,744Alcoholic Beverages 84 $479.54 $1,664,953Nonalcoholic Beverages at Home 88 $395.93 $1,374,675

Step 4

Find and Target

Step 3

Understand Needs and Behaviors

Existing customers already know you and what you can do. The challenge is learning from them to successfully target new customers with similar interests, desires, and needs. Customer segmentation based on geographic and psychographic characteristics plays an important role in determining who you should target, where, and how. This helps ensure you are spending your marketing dollars in the most profitable geographic areas, maximizing ROI, and gaining a competitive edge.

Defining the customer in terms of wants, needs, and desires is essential to the success of any marketing campaign. Outreach efforts that match products and offerings to the needs of the consumer create enduring buzz and amplify brand profile. Knowing the different elements that stimulate consumer purchasing activity helps you design appropriate marketing techniques and responses.

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About ESRI

Since 1969, ESRI has been helping

organizations map and model our

world. ESRI’s GIS software tools

and methodologies enable these

organizations to effectively analyze

and manage their geographic

information and make better

decisions. They are supported by our

experienced and knowledgeable staff

and extensive network of business

partners and international distributors.

A full-service GIS company, ESRI

supports the implementation of GIS

technology on desktops, servers,

online services, and mobile devices.

These GIS solutions are flexible,

customizable, and easy to use.

Our Focus

ESRI software is used by hundreds

of thousands of organizations that

apply GIS to solve problems and

make our world a better place to

live. We pay close attention to our

users to ensure they have the best

tools possible to accomplish their

missions. A comprehensive suite of

training options offered worldwide

helps our users fully leverage their

GIS applications.

ESRI is a socially conscious business,

actively supporting organizations

involved in education, conservation,

sustainable development, and

humanitarian affairs.

Contact ESRI

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Phone: 909-793-2853

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